“Betches,” “Slams,” and Gender Construction: Satire (Mis)Use in Total Frat Move and Betches Love This A Senior Project Presented to The Faculty of the Communication Studies Department California Polytechnic State University, San Luis Obispo In Partial Fulfillment Of the Requirements for the Degree Bachelor of Arts By Jenna Gollands Mach 2015 Dr. Richard Besel Senior Project Advisor Signature Date Dr. Bernard Duffy Department Chair Signature Date Gollands 2 Table of Contents Introduction………………………………………………………………………… 4 Literature Review…………………………………………………………………... 6 Satire...……………………………………………………………………… 6 Gender Construction………………………………………………………... 9 Satire Combatting Gender Inequality……………………………………… 13 New Media Patriarchy and the Concern with Satire…….………………………… 14 Total Frat Move: Background……………………………………………... 14 Total Frat Move: Analysis…………………………………………………. 16 Betches Love This: Background…………………………………………… 24 Betches Love This: Analysis……………………………………………….. 27 Conclusion…………………………………………………………………….…… 34 Works Cited…..……………………………………………………………….…… 37 Gollands 3 Table of Images Image 1………………………………………………..………………………… 19 Image 2…………………………………………………..……………………… 20 Image 3……………………………………………………..…………………… 21 Image 4……………………………………………………..…………………… 22 Image 5………………………………………..………………………………… 25 Image 6………………………………………..………………………………… 30 Gollands 4 Introduction Contrary to the over exaggerated and glamorized college lifestyle portrayed by the media and entertainment industries, attending a university does not revolve around partying and drinking. In an attempt to show the real experiences of university and Greek Life students, Total Frat Move and Betches Love This offer their own interpretations of the college experience through articles, photos, social media and user-submitted content. The content is geared toward 20 something year olds who are looking for relatable and humorous content to aid in procrastination and filling free time. College students across the country have been joining fraternities for hundreds of years due to the camaraderie, connections and long lasting friendships gained from their membership. While philanthropic activities, job connections, and personal development are some of the publicized and positive aspects of being in a fraternity, the nitty-gritty, behind-the-scenes, aspects of Greek life are often hidden from the public. It was not until 1978 with the premiere of National Lampoon’s Animal House that society received a fictionalized look inside fraternity life. With the recent popularity of online blogging and introduction of multiple social media sites, a new way of exposing and showcasing the “authentic” college life experience has developed. The development of new media and advancement of the Internet brought virality and accessibility to information. In addition, it brings a greater potential for others to author and be exposed to incorrect and negative information. In the forms of a website and book, Betches Love This and Total Frat Move (TFM) attempt to offer an “authentic” and “relatable” inside look into the college experience. With the hopes of showing the world the hidden attractions of being in a university student and Greek Life member, topics include everything from drugs and drinking to Gollands 5 sex and partying. The authors of both sites attempt to expose the college lifestyle through satirical content; however, one site accurately uses satire to mock sexist ideals, while the other hides behind satire to promote patriarchal ideals. Both sites employ sexist content, however, there are distinctions between the language, examples and mechanisms used. By developing a bizarre word, “betch”, The Betches intended to mock all the negative connotations associated with the word bitch. The ultimate goal of Betches Love This is to combat sexism via over exaggerated sexist language and examples. The Betches knew they could achieve a greater impact by relating to their intended audience with humor, sarcasm, and entertainment examples. Total Frat Move does not effectively employ satire because it is promoting the socially acceptable acts of sexism and patriarchy instead of ridiculing them. Based off its narrow-minded content, one should not rely on Total Frat Move for an accurate description of the college experience. While the site is geared toward fraternity members and sorority members, non-Greek life members read the site and enjoy the “satirical” content. But why is it that women get enjoyment out of being called “slam-pieces” and how does this effect society’s perceptions of women? (Livingstone, 2013; Total Frat Move: Total Sexism, 2011)? Should these women take name-calling as a joke or as something more serious? While both sites were initially geared toward college students, they have widely gained importance and significance beyond their envisioned audiences. For multiple reasons, these sites have sparked interest from the media, feminists and rhetoricians. For university students, significance of these sites lies in the “realistic” and relatable nature of the content by embracing the “true” college culture. Both websites put a stereotypical and over exaggerated spin on the day-to-day activities of university students. However, Betches Love This does so in a way that correctly uses satire to combat sexism and encourage feminism. Gollands 6 The purpose of this paper is to dive deeper into the “satirical” nature of Total Frat Move and Betches Love This and look at its use of satire, gender construction, and impact on public opinion in terms of sexism, patriarchy, and feminism. Through effective satirical mechanisms, wordplay on the word bitch and symbolic reversal, Betches Love This uses over exaggerated examples, sexist language, and stereotypical topics to combat sexist ideals and promote feminism. Paradoxically, Total Frat Move negatively constructs females, promotes patriarchy, and fuels a hegemonic society through its misuse of satire. Literature Review Satire Contrary to what some may believe, satire and humor are not interchangeable. While satire uses aspects of humor and sarcasm the definition of satire carries a significant social and societal impact. According to Jonathan Gray et al.: Satire’s calling card is the ability to produce social scorn or damning indictments through playful means and, in the process, transform the aggressive act of ridicule into the more socially acceptable act of rendering something ridiculous. Play typically makes the attack humorous in turn enlisting the audience in a social rebuke through communal laughter (12–13). Irony is one of the key building blocks of satire and many scholars have examined both of these literary devices in a variety of contexts. Satire has been most commonly examined through the platforms of theatre, politics, books, news, television, movies, and, more recently, websites. For example, many political cartoons showcase the technique of satire by trying to expose the stupidity or dishonesty of another party’s beliefs. The Onion, an entertainment website, is a classic example of satire because it prides itself on satirical reports of local and worldly news. Gollands 7 The use of satire is often cautioned by scholars within the fields of communication studies, journalism and film because of the potential for audiences to misinterpret the rhetorical direction of the piece. In her analysis “Missing the Joke: A Reception Analysis of Satirical Texts”, Ann Johnson suggests that misinterpretations are due in part to the nature of irony, upon which satire rests. When using irony, “possibility of misinterpretation is always there” (Tindale and Gough 10). With satire comes the potential for multiple understandings and evaluations of the text. Different audiences can interpret satire in very different ways, which also leads to its unpredictability. In addition to multiple meanings, some audiences may not realize the text is satire or vice versa. In some cases, an audience could read and interpret a text without realizing its satirical nature and interpret it in a way that actually goes against everything the author was trying to accomplish with the piece. While the author’s intention for a piece cannot be certain, the artifacts can invite an interpretation and construct an idea of supposed author’s intent, which then shapes the audience’s evaluations of the piece. If an audience interprets the author’s intentions as good then they will likely have a more favorable interpretation of the piece. A study by Johnson et al., showed what they felt were blatantly obvious satirical videos and asked for evaluations immediately following (400). Only one of the four video clips from this study was considered to have a backfire effect, in that the participants took a satirical video to be serious instead of satire. The researchers gathered that audiences were indeed able to successfully analyze and distinguish satirical and serious texts. Accordingly, when audience members interpret a satirical text as reality, it is often because they believe the message to be “persuasive, credible or insightful” (Johnson et al. 411). In a more recent popular media example, Dave Chappelle often finds many of his satirical and humorous pieces to be misunderstood (Perks 290). Chappelle often uses racial satire as a way to critique society. An Gollands 8 essay by Lisa Perks, analyzed the implications of Dave Chappelle’s often-misunderstood humor and how it can be seen as racism. A viewer can often have multiple understandings of a single piece. To ensure the proper use and understanding